Into the Metaverse: Technological Advances Shaping the Future of Consumer and Retail Marketing

Summary, in English

This chapter explores how technological advances can shape our future consumption, marketing, and society. Using a McLuhanian theoretical lens, and the metaverse as an illustrative example of emerging technological development, the chapter unpacks the marketing and socio-political implications of technological advances. It delves into how brands have been using the current rendition of the metaverse to shape consumption, expanding our understanding of marketing in the metaverse. Taking stock of these examples, which point toward a mixed reality future, the chapter concisely highlights how marketers can navigate such a hybrid phygital future. The chapter ends by asking readers to consider the socio-cultural and politico-legal implications of the technological advances shaping our future. A techno-political matrix is presented that envisions alternative future scenarios that can help us both understand the implications of technological advances and anticipate potential future changes. The chapter enriches the research frontiers of digital marketing and retail.

• Author: Hossain Shahriar
• Editor: Kristina Bäckström; Carys Egan-Wyer; Emma Samsioe
• Department/s: Marketing
• Publishing year: 2023-10-05
• Language: English
• Pages: 55-75
• Publication/Series: The Future of Consumption : How Technology, Sustainability and Wellbeing will Transform Retail and Customer Experience
• Links: http://dx.doi.org/10.1007/978-3-031-33246-3_4
• Document type: Book chapter
• Publisher: Palgrave Macmillan
• Topic: Business Administration
• Status: Published
• ISBN/ISSN/Other: ISBN: 978-3-031-33246-3; ISBN: 978-3-031-33245-6